Gautam Chadha, ex-country head, TDI, forays into OOH with Broadview Mediacom

By Rohit Nautiyal , afaqs!, New Delhi | In OOH News | April 14, 2010
The main objective of the agency is to take communication to the next level, by creating synergy between outdoor, BTL and entertainment

With a view to explore unique communication platforms in outdoor and below-the-line, Gautam Chadha, who recently quit TDI International India as country head, has started a specialist agency named Broadview Mediacom.

Speaking to afaqs! on the reasons behind starting his own venture, Chadha, who took on the reins as managing director, Broadview Mediacom says, "After spending around 20 years in the out-of-home business, I thought of starting my own venture. Our main objective is to take communication to the next level by creating a synergy between outdoor, BTL and entertainment. Besides utilising conventional and unconventional outdoor formats, we will also explore brand placement options in cinema."

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While the agency is headquartered in Delhi, branches have been opened in Mumbai, Bengaluru, Kolkata, Chennai, Hyderabad and Kochi. In the second phase of its expansion, the agency will open offices in unorganised markets in tier 2 and 3 cities. "Advertisers from FMCG, consumer durables and telecom are eyeing these markets. In the days to come, there will be bigger business opportunities here," he explains.

Most of the business in OOH and BTL is relationship based. In several instances in the past, clients have empanelled two or three agencies and worked with them on campaigns, maintaining a long-term relationship. In such a scenario, would it not be a challenge for Broadview Mediacom to establish its credibility?

"Only the name of the agency is new. The top management of the agency has people who were previously associated with TDI and Ogilvy, and most of them have been in the business for a long time now," Chadha clarifies.

Currently, the agency is in the final stages of closing deals with advertisers from across categories.

Chadha began his career in 1989 with TDI International India. Six years later, he joined Chitralekha Group's OOH division, Skyliners, as region head, north, supervising vinyl printing, an emerging technology then. Next, he moved to Ogilvy Landscapes to head its North office for six years. In 2003, Chadha returned to TDI to establish TDI Media Services, introducing nuances of planning and buying to the agency, which was earlier known only for airport advertising.

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